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Article: Flavor savers: now that 'wasabi has gone mainstream,' Fusion Gourmet Inc. has started stocking shelves of upscale markets with Asian treats.(Fusion Gourmet Inc)(Company Profile)
- Article from:
- Los Angeles Business Journal
- Article date:
- May 23, 2005
- Author:
CopyrightCOPYRIGHT 2005 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABC sweet soy is the Indonesian equivalent of Heinz ketchup--so much so that a family can easily finish off a 21-ounce bottle of the molasses-like sauce in a week.
But when the owners of Fusion Gourmet Inc. started marketing the product for U.S. supermarkets, they found that Americans were a bit confused about the concept of sweet soy sauce.
"Why is it sweet?" Steve Liaw, the company's chief financial officer, figured American consumers might wonder. "The name doesn't make sense."
After several iterations, including "Sweet Seduction" and "Fatal Attraction," they settled on "Asian Barbeque"--somehow combining Asian and American tastes.
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